Writing or speaking to a person's "pain" is becoming easier and more interesting through online listening. Online listening is putting an ear toward reviews, social conversations, and testimonials, discovering more of what people need and want from you by their gripes and their praise. This goldmine of information is just clicks away.

Here are some popular review sites in addition to what you find on social media channels:

• Google Hotpot
  
• Citysearch
• Yelp! Local
• Yahoo Local
• Brownbook
• Kudzu 

Gather and embrace online reviews, social conversations, and website testimonials before working out your message to prospects or customers.  Begin by gathering several reviews, mentions, and testimonials written about your company, both off- and online.  If those are scarce or you want to dig even deeper (recommended), search for reviews and testimonials written about your competitors.

Copy and paste each review, mention, or testimonial onto your page and begin looking for themes of:

1. Praise (happy person sharing how they were helped, what they liked, etc.)
2. Problems (unhappy person sharing what they didn't like, what was lacking, etc.)

Circle or highlight the most repetitious praises or problems; common themes will emerge.

You'll gain more information of what people want and don't want from you and what they like and don't like about your company, products, or services. Equally important, you'll find out what terms they are using--their language. Divide these words and phrases into columns of problems and praises, and you're looking at a helpful glimpse into what's relevant to your customers and prospects from their perspective.

Incorporate their words and phrases into your writing and conversations; you'll soon be speaking customer-speak, not corporate-speak. And that's a first step toward building and strengthening relationships.

Happy Marketing!
Teresa